LG to Launch World's First '48-inch OLED TV'

Confirmed Global Launch in First Half of the Year
Final Discussions Underway for Europe and Japan
Competitive Price Around 2 Million KRW
Sharp Display Is the Biggest 'Advantage'

48-inch 4K OLED TV showcased by LG Electronics at the CES 2020 electronics exhibition held earlier this year in Las Vegas, USA.

[Asia Economy Reporter Dongwoo Lee] LG Electronics is set to launch a 48-inch organic light-emitting diode (OLED) 4K TV in the global market as early as next month. LG Electronics is the first in the world to release a 40-inch class product in the OLED TV segment.

According to industry sources on the 11th, LG Electronics is in final discussions to select Europe and Japan as the first regions to launch the 48-inch OLED TV in the first half of this year. Following its existing large OLED TV lineup of 55, 65, 77, and 88 inches, the company aims to expand its range to include mid-to-small-sized products and lead the popularization of the global OLED market.

The reason LG Electronics decided to launch the product in the first half of this year is that Japan's Sony is reportedly planning to release an OLED TV product of the same size in July. LG plans to lead the mid-to-small-sized product market by launching its product a month earlier. Earlier, LG Electronics and Sony officially announced their plans to release mid-to-small-sized OLED TV products at the 'CES 2020' electronics exhibition held in Las Vegas, USA, earlier this year, kicking off a release competition.

The biggest advantage of the 48-inch OLED TV lies in its price competitiveness. Compared to the existing large product lineup, it is estimated to be priced around 2 million KRW, which is at least one-fifth of the price. This is an innovative price competitiveness compared to the previous large OLED TV products ranging from 55 to 88 inches, which were priced between 15 million KRW and 50 million KRW.

It also has the advantage of delivering a clearer screen than existing large products. By realizing 4K resolution on a smaller screen and having a high pixel density, the relative effect of better perceived resolution is significant. LG Electronics stated, "The target customers for mid-to-small-sized OLED TV products are mainly consumers who prioritize cost-effectiveness and those looking for a second product for specific uses such as gaming and movies."

In particular, LG Electronics is expected to pioneer market demand through mid-to-small-sized products following 8K OLED TVs in the Japanese market, where preference for domestic OLED TVs is high. Japan is a key market for OLED TVs, having recorded a record high 20% share of OLED TV sales last year. Considering Japan's preference for small-sized TVs, the industry expects the 48-inch OLED TV product to perform well.

The global OLED TV market is also expected to steadily support positive demand. According to IHS Markit, global OLED TV sales are predicted to reach 5.5 million units this year and exceed 10 million units in 2022.

Since LG Electronics first launched OLED TVs in 2013, 15 companies including China's Skyworth and Hisense, Japan's Sony and Panasonic, and Europe's Philips and Metz have been selling products, intensifying competition. LG Electronics sold 600,000 units in the global OLED TV market in the fourth quarter of last year, capturing more than half of the market share.

An LG Electronics official said, "We plan to first introduce the 48-inch OLED TV with enhanced price competitiveness to overseas markets and may consider a domestic launch in the future."

This content was produced with the assistance of AI translation services.